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Luke Horton

Luke Horton

Vice President and Senior Research Analyst at Northlanding Financial Partners, LLC

Saint Paul, MN, US

Luke Horton is a Vice President and Senior Research Analyst at Northland Capital Markets, specializing in data analytics, advertising technology, and multi-industry research with coverage of companies such as Similarweb, Semrush Holdings, Cardlytics, and American Public Education. He has assigned ratings and price targets to these firms, with performance metrics showing a success rate between 14% and 40% and average returns ranging from -37.88% to -6.6% based on different analyses. Horton began his career prior to joining Northland Capital Markets and currently leads equity research in growth sectors, particularly focusing on small and mid-cap companies. He is registered with FINRA as part of Northland Securities, Inc., evidencing professional compliance and credentials in securities analysis.

Luke Horton's questions to SIMILARWEB (SMWB) leadership

Question · Q3 2025

Luke Horton inquired if there has been any shift in the customer mix between enterprise and mid-market segments, especially with new product launches. He also asked about the competitive landscape for GenAI demand and the reason for the wider implied revenue guidance band for Q4.

Answer

Or Offer, Co-Founder and CEO, stated that the mix between SMB and enterprise customers has remained consistent. Maury Zlakovsky, Chief Business Officer, expressed confidence in Similarweb's dominant position in the GenAI space due to its unique dataset and client relationships, focusing on market growth rather than specific competitors. Or Offer confirmed that the wider Q4 guidance band is due to a strong pipeline of very big deals, and the company is confident in landing within the stated range.

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Question · Q3 2025

Luke Horton of Northland Securities asked if there has been any shift in the customer mix between enterprise and mid-market segments, particularly with recent product launches and new use cases. He also inquired about the competitive landscape, specifically if there's an uptick in competition from other companies launching similar GenAI products, and the reason for the wider implied Q4 revenue guidance band.

Answer

Or Offer, Co-Founder and CEO, stated that no significant change in the customer mix between SMB and enterprise has been observed. Regarding competition, he expressed confidence in Similarweb's unique dataset and client relationships, viewing the GenAI space as an opportunity for market growth and education rather than a concern about specific competitors. He confirmed that the wider Q4 revenue guidance band is due to a strong pipeline of very big deals, allowing for flexibility in timing while maintaining confidence in the range.

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Question · Q2 2025

Luke Horton of Northland Capital Markets questioned the pricing strategy for data licensing contracts, the expected future revenue mix from this stream, and the balance between new AI product development and sales execution.

Answer

Co-Founder & CEO Or Offer stated that data licensing deals are large, typically starting in the seven-figure range, with significant expansion potential. He noted strong demand across all three AI offerings, not just data licensing. Offer also explained that the strategy is combined, with AI agents being integrated into existing solutions to increase stickiness and value.

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Luke Horton's questions to LINCOLN EDUCATIONAL SERVICES (LINC) leadership

Question · Q2 2025

Luke Horton of Northland Capital Markets questioned which programs were driving the strong student starts, especially at the East Point campus, and inquired about the planned program mix for future new campuses.

Answer

CEO Scott Shaw responded that at the East Point campus, all four programs—automotive, HVAC, electrical, and welding—are performing strongly. He confirmed that the strategy for the two new campuses planned per year is to replicate this successful model, combining automotive programs with skilled trades, as market research indicates strong demand for this mix.

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Luke Horton's questions to Cardlytics (CDLX) leadership

Question · Q2 2025

Ben, on behalf of Luke Orton from Northland Capital Markets, asked for an update on the Cardlytics Rewards platform for non-bank partners and inquired about how the company is leveraging artificial intelligence (AI) across its business.

Answer

CEO Amit Gupta reported that the pilot for the Cardlytics Rewards platform is complete, with promising initial results in customer card-linking and redemptions, and a strong pipeline of prospective partners exists. Regarding AI, Gupta stated it is being implemented for engineering productivity and explored for advanced analytics, but these initiatives may be slowed to prioritize addressing the recent FI partner challenges.

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Luke Horton's questions to AMERICAN PUBLIC EDUCATION (APEI) leadership

Question · Q2 2025

Luke Horton of Northland Capital Markets sought clarification on the full-year revenue guidance, asking if maintaining it despite the Graduate School USA divestiture constituted an effective guidance raise for the core business. He also asked for an update on the institutional consolidation timeline and its expected impact on marketing strategy.

Answer

CEO Angela Selden confirmed that maintaining revenue guidance while excluding five months of Graduate School revenue is effectively an increase for the core business. Regarding consolidation, she stated they are awaiting a final timeline from the Department of Education. The new structure will enable broader marketing through a system-level landing page while retaining local brands like Rasmussen and Hondros for targeted marketing. CFO Richard Sunderland added that while marketing is a shared service, lead sharing will be a new benefit.

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Luke Horton's questions to SEMrush Holdings (SEMR) leadership

Question · Q2 2025

Luke Horton inquired about the new AI and Enterprise product pipeline, specifically asking for the mix of existing versus new customers driving the growth to a projected $50M ARR. He also asked for an update on the competitive landscape and any notable geographic performance trends.

Answer

CEO Bill Wagner stated that the enterprise customer mix remains consistent with the previous quarter, with approximately 60% being upgrades and 40% new customers. He confirmed no significant changes in the competitive landscape. Wagner also noted that the geographic revenue split remains stable at roughly 50/50 between the U.S. and the rest of the world.

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Luke Horton's questions to LendingTree (TREE) leadership

Question · Q2 2025

Luke Horton asked for details on the assumptions and segment-level trends behind the company's raised financial guidance, including any macro factors and performance in July.

Answer

CFO Jason Bengel provided a segment-by-segment breakdown of the updated outlook. The guidance assumes no change in interest rates. Key drivers include continued strength in home equity, stable performance in the consumer segment with encouraging signs from lenders, and a significant expected step-up in the insurance business in Q3, a trend already visible in July's results. Overall expenses are expected to remain consistent with Q2 levels.

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